Amazon Removes Seller Performance Gate for Featured Offer Button
Amazon is globally removing the seller performance as a hard requirement for securing the Featured Offer button. Sellers who previously lost eligibility due to performance metrics will regain competitive eligibility, intensifying market competition where pricing and logistics efficiency will become critical.
What are the key facts?
- 1Change: Removed performance as an independent access requirement for Featured Offer (Buy Box)
- 2Implementation: Gradually rolled out globally
- 3Core impact: Price, delivery speed, and inventory will be primary competition indicators
What happened?
Amazon has officially removed seller performance as an independent requirement for obtaining the Featured Offer (Buy Box). Previously, underperforming sellers were excluded from the Buy Box. Following this adjustment, sellers can re-enter the competition, where price, delivery speed, and inventory availability will become key competitive factors. Performance metrics will no longer serve as hurdles for product sales but will primarily be used for account health maintenance.
What does this mean for cross-border sellers?
Market competition will become more intense; sellers need to adapt their pricing and logistics strategies, avoiding reliance on past performance. Top priority action: Review and adjust pricing strategy this week to enhance product competitiveness.